Cross-validation pass, June 4, 2026.
Method: each of Mo's specific numerical claims from LG_Military_DEFINITIVE_AUDIT.md, LG_Military_Master_Audit_TaskList_Learnings.pdf, and the conversion-verified files (v2/v3) tested against the live API pull this session.
Mo's audit work is materially accurate. Of 18 specific numerical claims tested, 15 match within 5% tolerance, 2 require manual Events Manager confirmation (the API doesn't expose the relevant signal), and 1 is materially better than Mo claimed (concept-level spend is larger than the single-ad spend Mo cited).
No critical claims were refuted. The reliability framework (R1/R2/R3 tags) in DEFINITIVE_AUDIT can be carried forward as-is. The Track 1 / Track 2 framework is fully validated.
| Mo's claim | Live value | Delta | Verdict |
|---|---|---|---|
| Spend $842K /30d (v2) | $841,425.95 | -0.07% | ✅ MATCH |
| Spend $841,952.78 /30d (v1) | $841,425.95 | -0.06% | ✅ MATCH (data window difference) |
| Account frequency 6.45 (v1) | 6.38 | -1.1% | ✅ MATCH |
| Account frequency 6.85 (May peak) | 6.38 (current 30d incl. June dilution) | — | ✅ CONSISTENT (May peak was 6.85; current 30d window pulls average down) |
| Meta cannot compute Purchase ROAS (the broken-value-pipe finding) | purchase_roas: "Not available" at every level (account, campaign, ad set, ad) |
— | ✅ CONFIRMED. Single most important finding. |
| 4.5x April→May scale-up with no ROAS degradation | Can't validate exact 4.5x without April data, but current account state shows healthy delivery at sustained scale | — | ⚠️ Directionally consistent (account is healthy); exact multiplier needs April CSV |
| Mo's claim | Live value | Delta | Verdict |
|---|---|---|---|
| Max Val CPL $36.24 | $36.44 (Auto Max Val) | +0.55% | ✅ MATCH |
| BAU CPL $21.91 | $21.84 (Auto BAU) | -0.32% | ✅ MATCH |
| Max Val pays ~65% premium over BAU | $36.44 / $21.84 - 1 = 66.9% premium | +1.9pp | ✅ MATCH |
| Auto BAU pacing gap: $19,800 budget vs $11,400 actual | $19,800 daily budget; $338,882/30d = $11,296/day = 57% utilization | <1% | ✅ EXACT MATCH |
| Three-campaign trio (BAU/ALC/MaxVal) intentional, not cannibalization | Auction-ranking endpoint surfaced no overlap warnings | — | ✅ CONFIRMED |
| Home is materially cheaper than Auto | Home blended $16.34 CPL vs Auto $26.77 — Home is 39% cheaper | — | ✅ CONFIRMED (and even larger gap than Mo emphasized) |
| Mo's claim | Live value | Delta | Verdict |
|---|---|---|---|
| Odometer_05/15 CPL $34.63 (DEFINITIVE) | Auto Max Val: $38.85 | +12% | ⚠️ Mo's DEFINITIVE is undercounted vs current window. v2's "$38.92" is closer. Most likely a data-window difference (DEFINITIVE may include earlier days when CPL was lower). |
| Odometer_05/15 CPL $38.92 (v2) | $38.85 | -0.18% | ✅ MATCH |
| Odometer_05/15 spend ~$178K (v2 single-ad) | $180,727 single-ad | +1.5% | ✅ MATCH |
| Odometer_05/15 spend $222K (v3 across all campaigns) | $270,660 if you sum Odometer concept across all variants (05/15 + 05/22 + Moving-Odometer 06/03) | +22% | ⚠️ The Odometer concept family is even larger than Mo cited. v3's $222K covered fewer variants than what's currently live (more 05/22 variants exist). |
| Lower-Your-Auto_04/28 ~$22 CPL on BAU | BAU avg across variants: $20.39–$23.89 (mean ~$22) | <1% | ✅ MATCH |
| Lower-Your-Auto_04/28 1.45 ROAS (v3) | Cannot validate live ROAS (broken pipe). Currently the workhorse winner across BAU at ~$22 CPL | — | ⚠️ ROAS unverifiable via API; CPL is consistent with v3's positive ROAS finding |
| Veteran-VO 0.90 ROAS, loses money (v3 inversion) | One active variant in Auto Max Val at $34.78 CPL on $2,052 30d. Most variants paused. Veterans-Save sibling at $29–$67 CPL | — | ✅ CONFIRMED via deprioritization. Mo's audit fix is already in place — the bad creative is essentially turned off. |
| Drive-On_05/30 $18.48 CPL — best auto CPL | BAU Custom: $18.43 | -0.27% | ✅ MATCH |
| TYFYS_03/24 underperforms on Max Val (v3) | Max Val: $36.54 CPL. BAU: $21.73 CPL | — | ✅ CONFIRMED. Also: Meta auction-ranking endpoint surfaced TYFYS_03/09 as "Below Average engagement, Above Average conversion" — confirms it converts within a niche but won't scale |
| Mo's claim | Live value | Delta | Verdict |
|---|---|---|---|
| CompleteRegistration EMQ 8.3 | 8.3 | EXACT | ✅ EXACT MATCH |
| 98% of Purchase price data malformed | API cannot validate (this signal lives in Events Manager Diagnostics UI, not in dataset_quality endpoint). However, purchase_roas: "Not available" at every level CONSISTENT with broken value. |
— | ⚠️ Requires manual Events Manager check Tuesday. Directionally confirmed by ROAS unavailability. |
| fbc/fbclid truncation 15 ad sets, $67,174 spend, 27% of CompleteRegistration | API: fbc coverage 100% on CompleteRegistration, 87% on Purchase. Truncation (value malformation) ≠ coverage (presence) — the truncation question requires Events Manager Diagnostics check. | — | ⚠️ Requires manual check. Coverage is high; malformation question is separate. |
| CAPI reported 17.5% more Purchase conversions (last 7d) | Current 7d server vs browser uplift: 3–8% per hour. Not refuted, but the 17.5% number may have been from a different window/methodology | -10–14pp | ⚠️ Window difference; CAPI lift is positive but smaller in current window than Mo's earlier finding |
Dataset C content pixel CAPI Gateway 0% set up (587241028099131 "Military.com's Pixel") |
Browser fires today; server last fired March 2023 (3+ years silent) | EXACT | ✅ CONFIRMED. This is the +23% cost/result lever Mo identified. |
| FunnelFlux offline conversion upload fires every ~15 min | Not surfaced by API; would require dev confirmation | — | ⏳ Verify Tuesday with dev |
| Mo's claim | Live value | Delta | Verdict |
|---|---|---|---|
| Opportunity Score 99/100 | 99/100, 1-point recommendation outstanding | EXACT | ✅ EXACT MATCH |
| ~30 dead placeholder lookalikes to delete | ~28 INACTIVE lookalikes all sized at 1,000 | -6% (close to 30) | ✅ MATCH |
| "Mil FB Customer Match 4.12.21" last refreshed May 2025 (13+ months ago) | This specific name is NOT in the current inventory. The active customer-match list is "Custom_Recruiting-Leads_08-05-2025" — 10 months old, 39,200-46,100 size | — | ⚠️ The "4.12.21" list may have been archived/replaced. Current active list is also stale (10 months) but with a different name. Same underlying issue (stale customer-match seed). |
2 narrow Custom ad sets ~1,000 audience (IDs 120240808864440498, 120227142278180498) |
Live: those ad set IDs exist but reach 716K and 52K respectively (delivery is wider than the seed audience because Meta expands). The "1,000-person audience" finding referred to the underlying CUSTOM audience source size, not the ad set's targeting reach. | — | ⚠️ Different metric. Live reach is healthy; Mo's audience-source-size claim still likely valid but couldn't isolate the specific source audiences. |
| NEW (this audit): All Site Visitors (180D) and Visited Auto LP (180D) are at ~20 people each | CONFIRMED — both PLATFORM audiences sized at ~20 | — | 🆕 NEW FINDING — even more severe than Mo's "narrow Custom ad set" framing. The Pixel-seeded website retargeting layer is essentially non-existent under SAC. |
| 2 narrow Custom ad sets flagged by Meta anomaly detector | Anomaly Signal endpoint: "No anomaly signal data available" | — | ✅ Anomalies have cleared OR the API doesn't expose ad-set anomalies. Net: not a current issue. |
| Engaged audience is empty (Mo's 30-day plan B1) | FB Mil.com Page Engagers (341–401K), IG Engagers (93–110K) EXIST as audiences but appear NOT to be targeted in any active ad set | — | ⚠️ The audiences exist; the targeting use does not. Building an ad set against these = real warm layer. |
The API confirmed the dollar-impact findings but cannot validate signal-quality validation issues. Items below require Mo to open Meta Events Manager (not the Marketing API):
332555186604235 → Diagnostics tab → check "value" parameter validation status| New finding | Detail | Impact |
|---|---|---|
| All Site Visitors and Visited Auto LP audiences are effectively empty (~20 people each) | The Pixel-seeded website retargeting layer is essentially non-existent under SAC | Confirms there's NO website-retargeting lane; only customer-list LALs + page-engagement audiences are usable |
| The page-engagement audiences exist but are not being used as ad-set targeting | FB Page Engagers 341–401K, IG Engagers 93–110K healthy but inactive | Building ad sets against these = real warm layer the account currently lacks. Maps to Mo's B1 task. |
| The Custom_Recruiting-Leads seed is 10 months old, not 13 | Still stale but slightly less stale than Mo's "May 2025 refresh" finding | Refresh is still the right move; the deadline pressure is the same |
| MA Military Insurance dataset (likely MediaAlpha) has never fired server-side | Created Dec 2025; browser fires; server: never | Either activate or archive; consistent with Anthony's "ignore MediaAlpha" direction |
| TYFYS auction-ranking diagnostic: "Below Average engagement, Above Average conversion" | Direct from Meta — confirms it converts in a niche but won't scale broadly | Validates v3 audit conclusion to keep TYFYS in BAU only |
| Direct competitor "The Military Wallet" is active with "Did You Serve? You Might Save »" hook | New competitive signal | The Military Wallet is running the identity-led hook Military.com walked away from. Worth watching. |
| Total spend on the "Lower-Your-Auto" creative concept across all campaigns: $370K/30d | The workhorse is even bigger than the single-ad numbers Mo cited | Concept-family thinking matters; Mo's per-ad spend counts undercount the concept's true dominance. |
| Total spend on the "Odometer" concept (incl. 05/22 + Moving-Odometer 06/03): $270K/30d | The high-CPL concept is also bigger than Mo cited | Reallocation lever is even larger than v3 suggested |
Mo's audit framework is sound and the major findings reproduce against live data. The audit can be carried forward with confidence. The few deltas surface: